O2 customers can now take advantage of a new music service announced today. My Play provides a host of videos, full tracks and ringtones from bands and artists signed to Sony BMG's label. Once inside My Play, users are invited to visit microsites for the various artists where content can be purchased. In addition, fans will be privy to news and have the chance to read articles on their favourite artists. Any purchases made through My Play will count towards the download chart.
My Play can be accessed as of today direct from O2's web portal, O2 Active. Videos will cost £1.50, full music tracks at 99p and ringtones at the rather steep £3.50. All tracks are retrievable even if you leave O2, as all content is saved on your phones memory or on an external memory card. Vodafone launched a similar service last year with its MusicStation service, but O2's My Play is the first operator-driven mobile music store to be fully supported by a major label.